Successful AI-Driven Marketing and Product Innovation
This BIP offers a comprehensive exploration of the principles and practices essential for successful product innovation, leveraging the capabilities of AI.
Students will gain a profound understanding of the product innovation process, encompassing market analysis, competitor assessment, customer insights, and the creation of compelling product concepts. This BIP offers a dynamic learning experience, empowering participants to drive innovation in fast-paced business environments.
The online sessions immerse students in key concepts and practical exercises essential for understanding and driving product innovation. At HAMK, students apply theory to create innovative product ideas for honing skills in teamwork, research, ideation, and presentation, preparing them for real-world product innovation challenges.
2nd of March 2026 to 27th of March 2026
English
To be defined by each higher education institution.
Generally, most students will have this BIP certified in their diploma supplement as a minimal condition.
This BIP is designed for second-year students in Business Management or related fields, such as Marketing, Design, and Communication, particularly those with an interest in product innovation. Participants are expected to have completed at least one introductory marketing course and to be familiar with basic marketing concepts, including segmentation, target audience, positioning, and the marketing mix. The course is open to RUN-EU students in their second year of studies.
Application for this product is closed.
Programme at a glance
The Meeting will include following agendas:
- Welcome & Fun check-in
- All teachers introduce themselves, a short “Hello” from everyone with their expertise.
- What can you expect? And what do we expect from the students.
- Recap innovation process
- Break-out room: Get to know your team.
- Get to know the brand
Assingment: Get to know the brand.
The Meeting will include following agendas:
- Welcome & Fun-check-in
- Keynote: Gathering market information and conducting a SWOT-analysis
- Keynote: Anatomy of a ChatGPT prompt
- Group work on gathering information
Assingment: SWOT Analysis on brands position.
The Meeting will include following agendas:
- Welcome and fun check-in
- Presentation of outcome session 2: Strengths, weaknesses and opportunities (and threats) for the brand.
- Keynote: building a strong product concept
- Group work on making a positioning map and analysis of competitors.
- Practical info on traveling to Valkeakoski, Finland.
16.03.2026 - Welcome to Valkeakoski:
- Welcome, program of to the week & picture time
- Getting to know each other & Teambuilding
- Challengers company visit
- Sightseeing of Tampere
17.03.2026 - Know your customer (EMPATHIZE → DEFINE):
- Keynote: how to identify your target audience and how to craft a persona, using ChatGPT
- Crafting a Persona
- Instruction on designing an interview
- Conducting an interview
Deliverables of day 2: persona (with clear needs and barriers) and problem statemen
18.03.2026 - Prototyping (Ideate and Prototype):
- Refine “How Might We”
- Keynote on Ideation and idea selection Create the value proposition with the help of AI
- Team work on AI Co-creation
- Build your shitty prototype using AI
Deliverables of day 3: shitty prototype + elevator pitch
19.03.2026 - Test, Refine, and Validate:
- Showcasing the prototypes (Peer Testing Gallery Walk?)
- Elevator pitch to peers
- Feedbacks from juries
- Redefining prototypes using received feedbacks
- Experiencing Finnish Culture
Deliverables of day 4: redefined prototype
20.03.2026 - Launching and Presenting to the Client:
- Preparation for fair
- Pitch Preparations
- Client Presentations
- Reflections
- Wrap - up and farewell
Deliverables of day 5: pictures of the fair + final report
Learning outcomes
By the end of this Erasmus+ Blended Intensive Programme, learners will be able to:
At the end of this BIP, students will be able to:
- Understand the product development process
- Conduct a profound SWOT-analysis
- Understand the customer by gaining insights into their needs, barriers, and preferences through interviews
- Develop a new product idea and improve innovative thinking
- Collaborate and communicate in diverse teams
Selection criteria
Selection of the students will be based on: compliant prerequisites, order of submission, motivation and a balanced representation of the RUN-EU member institutions.
Involved organisations and persons
Howest University of Applied Sciences
Partner Organisation- Falke Mally (Instructor)
Häme University of Applied Sciences
Host Organisation- Mukhammadyusuf Shaimardanov (Lead Instructor)
- Ricardo Garcia Galiot (Instructor)
University of Burgos
Partner Organisation- Ismael Becerril (Instructor)
- Paula Rodríguez Torrico (Instructor)
Other persons involved
- Salla Ahonen (Regional Stakeholder)
Funded by the European Union. Views and opinions expressed are however those of the author(s) only and do not necessarily reflect those of the European Union or the European Education and Culture Executive Agency (EACEA). Neither the European Union nor EACEA can be held responsible for them. Grant Agreement Number: 101124674